Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives

Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic... We propose a conceptual framework that reconciles the practitioners' view of engagement as central to online best practice and the scholarly view that tends to use other constructs to assess consumer experience. Building on research in e-learning as well as online marketing, we characterize the consumer experiential response to website and environmental stimuli as a dynamic, tiered perceptual spectrum which includes interactivity, telepresence and engagement. We construe engagement as a cognitive and affective commitment to an active relationship with the brand as personified by the website, and we propose dimensions of this construct. We discuss how the constructs of interactivity, flow and involvement are related to but distinct from the constructs within our conceptual framework. We offer suggestions for future empirical research into developing a scale for engagement and assessing its importance and utility. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Business Research Elsevier

Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives

Journal of Business Research, Volume 63 (9) – Sep 1, 2010

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Publisher
Elsevier
Copyright
Copyright © 2009 Elsevier Inc.
ISSN
0148-2963
eISSN
1873-7978
DOI
10.1016/j.jbusres.2009.05.014
Publisher site
See Article on Publisher Site

Abstract

We propose a conceptual framework that reconciles the practitioners' view of engagement as central to online best practice and the scholarly view that tends to use other constructs to assess consumer experience. Building on research in e-learning as well as online marketing, we characterize the consumer experiential response to website and environmental stimuli as a dynamic, tiered perceptual spectrum which includes interactivity, telepresence and engagement. We construe engagement as a cognitive and affective commitment to an active relationship with the brand as personified by the website, and we propose dimensions of this construct. We discuss how the constructs of interactivity, flow and involvement are related to but distinct from the constructs within our conceptual framework. We offer suggestions for future empirical research into developing a scale for engagement and assessing its importance and utility.

Journal

Journal of Business ResearchElsevier

Published: Sep 1, 2010

References

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